known for hosting the city's new year's eve celebrations. tonight, the countdown is on to 2013. ruben ramirez braved the crowds for a behind the scenes look at the preparations. >> reporter: the new 2013 sign is up, the ball drop has been tested. the revelers are gathering. it's a celebration new york city style. >> we've got neon trees, carly rae jepsen, taylor swift, jury from univison, the million dollar quartet. >> reporter: jeff straus is the president of countdown entertainment. the evening's festivities are part of a public-private partnership between his firm and the city of new york. >> you've got our costs, you've got the cities costs, it's a lot of money, but it's also one of the biggest events in the world. the promotion that new york city gets from times square new year's eve when the world is watching. that's priceless. >> reporter: and, that means lots of eyeballs for marketers. the big sponsors tonight, nivea, toshiba, philips and the ball's maker, waterford.